NASCAR Embraces 'Hell Yeah' Spirit with Raw Racing Revival

New campaign blends grit and fan culture, drawing on support from influencer Cleetus McFarland

Published on Feb. 13, 2026

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NASCAR has launched a new national advertising campaign called 'NASCAR Hell Yeah' aimed at reigniting excitement among longtime fans and attracting newer viewers. The campaign emphasizes the raw, unfiltered essence of stock car racing, highlighting the grit and intensity of the sport alongside its community-oriented fan culture. Prominent motorsports creator Cleetus McFarland has emerged as a key advocate, noting that the campaign aligns with a 'newer wave of culture' in NASCAR.

Why it matters

NASCAR is seeking to revive its brand identity and connect with a younger audience by embracing the authentic, high-octane spirit of the sport. The 'Hell Yeah' campaign represents a strategic shift away from more polished marketing towards a grittier, fan-focused approach that could help NASCAR strengthen its ties to its passionate community.

The details

The 'Hell Yeah' commercial features fast-paced, action-packed scenes showcasing tire smoke, packed grandstands, and side-by-side racing. Rather than slick visuals, it celebrates NASCAR's raw emotion and physical contest on the track, with appearances from stars like Kyle Larson, Bubba Wallace, and Marshawn Lynch. The campaign aligns with upcoming changes to the 2026 season, including adjustments to the championship format and horsepower packages.

  • The 'Hell Yeah' commercial premiered during the 2026 Super Bowl, reaching one of the year's largest television audiences.
  • NASCAR plans to roll out the new campaign and sport evolution in the 2026 season.

The players

Cleetus McFarland

A prominent motorsports content creator and racer known for his humor and grassroots racing appeal, who has emerged as a key advocate for the 'Hell Yeah' campaign and its alignment with NASCAR's authentic spirit.

Kyle Larson

The reigning NASCAR champion who appears in the 'Hell Yeah' commercial.

Bubba Wallace

A NASCAR driver who appears in the 'Hell Yeah' commercial.

Carson Hocevar

A NASCAR driver who appears in the 'Hell Yeah' commercial.

Marshawn Lynch

An NFL player who appears in the 'Hell Yeah' commercial.

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What they’re saying

“I think that NASCAR is embracing a newer wave of culture, of that 'hell yeah' mentality. I really think the promotions they've had the last few months have been in the right direction.”

— Cleetus McFarland, Motorsports Content Creator and Racer (theconwaybulletin.com)

“I didn't even have to suggest it … They had flamethrowers ready for me when I got there. They're really doing it.”

— Cleetus McFarland, Motorsports Content Creator and Racer (theconwaybulletin.com)

What’s next

NASCAR plans to continue rolling out the 'Hell Yeah' campaign and associated sport evolution throughout the 2026 season, with the goal of strengthening its connection to both traditional fans and new generations.

The takeaway

NASCAR's 'Hell Yeah' campaign represents a strategic shift towards embracing the sport's authentic, high-octane spirit and passionate fan culture. By aligning with influencers like Cleetus McFarland and emphasizing the raw grit of stock car racing, NASCAR aims to reignite excitement and appeal to a wider audience in the 2026 season and beyond.